A Spoonful of Cuteness Stirs High Favor in Commercial Ads
Yoplait Yogurt Snacks brand appeals to a broad audience and strikes marketing gold with their new Late Night Snack campaign. What’s the secret? Just cast the cutest kid on the planet and make them act slightly adult.
The series features a young girl age 5 opening the refrigerator door alone in a dark kitchen. The viewer is quick to perceive this is late night and the child might be disobeying her parents approval. Within seconds the father is looming above the fridge door and ready to parent. The strong resemble that this man is the kid’s father is spotlighted in the matching eye wear, tortoise frame glasses. When the camera sequences back to the daughter the adorability receptors in the viewer’s brain goes haywire because we notice this isn’t just some normal little girl. There is something special, almost magical about a young child dressing in part like a senior citizen. After this initial set up the campaign introduces multiple spots for a variety of clever jokes.
In the spot “whisper” the father tries to forbid her late night behavior and the daughter retaliates back with the logical statement of material implication saying “mom’s the boss” therefore concluding dad can not be the boss. And to hilarious content the dad agrees. Cut to the two enjoying a snack of Yoplait yogurts together. There is a hint of this affair that is borderline blackmail or extortion but the girl is so cute her actions despite their dubious nature capture of the viewers’ hearts.
All the spots end with the father daughter enjoying Yoplait yogurts together at a table. There is short spot of just this clip. Short spots like this are perfect for posting on television websites e.g. Hulu, crackle, cable streaming. They are especially conducive when following the longer spots as a reminder key to the viewers.
The campaign also makes use of alternate endings where other lines of Yoplait products are featured such as the Custard Style or the Dippers. The Dippers have increased in popularity since their introduction last decade but the Custard Style dates back to the 1980’s when it was labeled as containing 2% milk fat instead of the Original’s 1%. A health conscious crowd rejected this variety and it was flung to shelves of obscurity. Always subsisting from a small cult following the Custard Style was reintroduced with 1% milk fat in 2009 but sales could not maintain. Now in 2016 the product was repackaged in a shorter wider container and finally got it’s own commercial, be it an add on ending to a pre-existing ad but that’s still an increase in advertising finance. Ironically, new scientific evidence with yogurt and a healthy fat ratio could be the key to weight loss http://www.bbc.com/news/magazine-29616418
The most hilarious spot is titled “10:43” https://www.ispot.tv/ad/AMn1/yoplait-original-1043-snack and picks up whith the dad walking in and inquiring to the daughter’s actions. She responds confidently that she has mom’s permission for a “midnight snack” to which the father points out the time is not midnight but 10:43 pm. The daughter is stumped and a moment of affection spurns from the viewer but this one is quick on her wits and like firing a round from the holster she shoots out the obvious solution “then it’s a 10:43 snack” and the scenario is too adorable to bring advanced logic any further so the saga unfolds once again with Yoplait snacks being shared by this family in secret.
Hopefully, Yoplait will continue these Late Night Snack spots with other just as cute kids or take a spin with the current cast for a few more rendezvous along the Yoplait product line.